STORAGE CONDITIONS MATTER : WHY EXPIRY DATES AREN'T THE WHOLE STORY

EXPIRY DATES ARE NOT THE WHOLE STORY

I often say that every good logistics system must fulfill six rights:

✅ The Right items or goods

✅ To the Right place

✅ In the Right quantity

✅ In the Right condition

✅ At the Right time

✅ For the Right cost

Miss out on just one, and the entire process collapses. Let me share a short story.

A few days ago, I visited a former client—a major retail store owner—hoping to win him back. He had switched to a competitor offering lower rates. As I walked in, I witnessed a frustrated customer returning groceries, mainly biscuits, claiming they tasted odd. The Managing Director, my former client, checked the expiry date—11 months left! Certain that the issue wasn’t his, he dismissed the complaint, assuming the fault lay with the customer.

The woman stormed out, furious.

To clear his head, we took a walk through the warehouse while discussing my visit. The moment I stepped inside, I suspected what had gone wrong—but I kept quiet. I didn’t want to sound like I was taking sides or undermining my competitor.

Instead, I quietly purchased two cartons of the biscuits and took them home. As expected, they tasted off. The issue? Storage conditions. The biscuits weren’t kept on pallets, leaving them vulnerable to humidity. Even with a long shelf life, improper storage had compromised their quality.

I sent my findings via WhatsApp and encouraged him to investigate. Later, he called to acknowledge that storage conditions can impact product quality as much as expiry dates.

That’s what makes Rapid Express Logistics different. We don’t just follow the Terms of Reference—we go beyond, ensuring our clients stand out.

Did he return to us? Not yet—he still prefers lower rates. But solving his problem at no cost left an impression. Who knows what might make him choose RELL again?

Shalom.

📦 For all Supply Chain Solutions & Training, reach out to Rapid Express Logistics Limited.

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